Annual Report Tips from the Pros

Don't Reinvent the Wheel
To the extent you can, work from previous years' files. You don't want the information to sound recycled, but some things never change.

If possible, use vendors over and over again if they've done a good job in the past. Printers and outside designers can get to know your style, corporate image and any budgetary or equipment restraints, which will save you from having to develop a relationship with new vendors each year. But if you are selecting new companies, get references and samples of their work.

Pick vendors for whom annual reports aren't a sideline. People who have done a lot of them can advise you, and you can lean on their knowledge and tricks of the trade.

Follow Deadlines
Start much earlier than you imagine you'd need to. Annual reports have a way of sneaking up on you.

Set a public deadline a few weeks earlier than you actually need materials in-house, in order to give you a bit of a cushion.

If you need to send drafts to a list of reviewers, be mindful of the personalities you'll be dealing with. Who is habitually late? Whose comments will be negative no matter what you present them with?

Because annual reports can require cooperation from a lot of people in different departments, make sure you keep them apprised of the schedule. You can't surprise them with a deadline, because the report is likely not the only thing on their plate.

Consider Design and Content
Take your audience into consideration at all times. Bankers probably expect a more traditional annual report than do stakeholders in the newest dot com company.

Say good things about your employees. Not only because they'll probably read the annual report but also because they are your greatest asset. Stakeholders want to know that their investment is in good hands.

Keep a file throughout the year on things you might be able to use in your annual report. Press releases, news articles, letters from customers or clients, internal newsletters can all serve as handy reminders of your organization's accomplishments.

Do your homework. Scan every annual report you can get your hands on and note what's good and bad about each. Paper companies sponsor annual report shows and contests, and you can get copies of all the entries and award winners.